At first glance, Veganuary and Dry January may look like seasonal lifestyle challenges – well-intentioned but short-lived reactions to festive excess. Yet across Europe, these January initiatives are increasingly shaping consumer behaviour well beyond the first month of the year. For the food & beverage sector, the question is no longer whether these movements matter, but how deeply they are reshaping menus, product development and brand positioning.
In 2025, major grocery retailers including REWE, SPAR, LIDL and HOFER (ALDI) launched dedicated Veganuary campaigns, while restaurant and foodservice brands such as Nordsee, Le Crobag and Vapiano rolled out limited-time plant-based menus. At the same time, official data from Germany’s Federal Statistical Office (Destatis) shows a sharp January dip in both meat and alcohol consumption: meat sales in January 2024 were 12.5% below the 2023 monthly average and nearly 30% lower than December, while alcohol sales fell by almost 50% compared to the previous month.
According to F&B experts Will Odwarka and Jonathan Doughty, these figures reflect something more structural than a post-holiday reset.
From Campaign to Cultural Signal
“Veganuary and Dry January definitely feel like more than just seasonal fads,” says Will Odwarka. “Especially with Gen Z driving interest in sustainability and wellness. While it’s strongest in Europe, I see similar patterns emerging elsewhere, including the Middle East and parts of Asia.”
Jonathan Doughty agrees – and points out that both movements originated in the UK before going global. “Veganuary and Dry January have become global movements, with significant participation and growing influence in Europe and across the world,” he says. “Veganuary has become a cultural touchstone, with participation growing exponentially in Europe and globally.”
In 2024 alone, more than 2.5 million people worldwide took part in Veganuary. Dry January participation has followed a similar trajectory, supported by a broader societal shift towards mindful drinking. As Odwarka notes, “There is a worldwide decline in alcohol consumption. The WHO target is a 20% reduction by 2030 – and while we’re not there yet, the direction of travel is clear.”
Importantly, this shift is not limited to younger consumers. “What’s particularly interesting is the decline throughout all age groups, not just the young,” Odwarka adds. “Restaurants already feel the difference in guest behaviour.”
Implications for Operators and Brands
For the F&B sector, Veganuary and Dry January act as highly visible pressure points that accelerate longer-term trends. “These trends are pushing operators to rethink menus, not just in January but year-round,” says Odwarka. “Flexitarian options have become table stakes, and there’s growing demand for genuine plant-based offerings, not just token dishes.”
Doughty is even more direct about the need for action. “With 56% of Germans now regularly consuming plant-based products, it’s clear that Veganuary isn’t a passing trend but part of a long-term shift in consumer behaviour,” he says. “Companies need to respond with innovation and a focus on health-conscious products.”
The same applies to beverages. As alcohol consumption declines, menus that fail to offer credible alternatives risk feeling outdated. “It requires menu adoption of virgin cocktails and alternatives to stay relevant for the changing customer,” Odwarka explains. The rise of premium non-alcoholic spirits, beers and cocktails suggests that consumers are not simply opting out, but trading up.
Capitalising Without Overcommitting
Despite the momentum, both experts urge caution. “It is imperative to approach with caution,” Odwarka warns. “Despite the growing number of vegans, the actual sales of vegan products are not always growing at the same pace. Some of its poster products like ‘Beyond Meat’ a while ago have struggled.”
The lesson for brands is balance. Rather than betting everything on niche positioning, successful players focus on quality, taste and flexibility. “It’s not enough to slap a vegan label on something,” Odwarka says. “Highlighting taste, quality and sustainability stories resonates. Collaborations with emerging plant-based brands and creative marketing around these themes can work well.”
Doughty highlights targeted campaigns as a key lever. “Brands that align their products with consumer values of sustainability and health are winning in both the short and long term,” he says. “Dry January is no longer just a post-festive detox, but a lifestyle choice that brands can cater to year-round.”
Both F&B experts agree, that partnerships with Veganuary or Dry January themselves can also provide visibility and credibility, particularly for newer products, while limited-time offers allow brands to test concepts without overhauling their entire portfolio.
Beyond January
Perhaps the most important insight is that Veganuary and Dry January should be seen less as trends to be exploited and more as signals to be interpreted. “Events like these create awareness,” Odwarka concludes, “but the movement or change in behaviour is significantly broader than that. It forces operators throughout the world to find a new language in their menus and their approach to this new – and from what I can see – lasting evolution of consumer needs.”
As vegan offerings continue to move into the mainstream and alcohol-free choices become a permanent fixture rather than a compromise, January may simply be the moment when these changes become most visible. For the F&B sector, the challenge is not whether to participate – but how to translate a month of abstinence into twelve months of relevance.
